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The Right Path to SCM-CRM Integration

The Right Path to SCM-CRM Integration

Charlotte H. Mason, Aleda V. Roth
Copyright: © 2009 |Pages: 18
ISBN13: 9781599048598|ISBN10: 1599048590|EISBN13: 9781599048604
DOI: 10.4018/978-1-59904-859-8.ch011
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MLA

Mason, Charlotte H., and Aleda V. Roth. "The Right Path to SCM-CRM Integration." Handbook of Research on Enterprise Systems, edited by Jatinder N. D. Gupta, et al., IGI Global, 2009, pp. 134-151. https://doi.org/10.4018/978-1-59904-859-8.ch011

APA

Mason, C. H. & Roth, A. V. (2009). The Right Path to SCM-CRM Integration. In J. Gupta, S. Sharma, & M. Rashid (Eds.), Handbook of Research on Enterprise Systems (pp. 134-151). IGI Global. https://doi.org/10.4018/978-1-59904-859-8.ch011

Chicago

Mason, Charlotte H., and Aleda V. Roth. "The Right Path to SCM-CRM Integration." In Handbook of Research on Enterprise Systems, edited by Jatinder N. D. Gupta, Sushil Sharma, and Mohammad A. Rashid, 134-151. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-59904-859-8.ch011

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Abstract

Growing competitive pressures and escalating customer demands have led businesses to sophisticated information technology to manage costs and enhance revenues. Two popular initiatives are supply chain management (SCM) and customer relationship management (CRM). SCM focuses on optimizing the materials, information, services, and financial flows through a supply network. CRM focuses on marketing, sales, and customer service, and aims to maximize the value of customer relationships. Furthermore, the real potential lies in the integration of SCM and CRM. Disconnected implementations can result in IT “silos” with redundancies in hardware, software and staff, breaks in the information chain, and disappointing performance. There are different paths to integration. The right path depends on the organization’s relative maturity on 6 key factors: 1) interconnectivity, 2) interoperability of systems’ functionality, 3) information integrity, 4) interorganizational competence, 5) intellectual capital, and 6) innovative capability.

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